Decoder with Nilay Patel The business of meatless meat with Beyond Meat CEO Ethan Brown
Dec 22, 2020
Ethan Brown, the founder and CEO of Beyond Meat, discusses the booming demand for plant-based proteins, especially during the pandemic. He shares insights on how meat shortages led to increased interest in meat alternatives and the impact of COVID-19 on the food supply chain. Ethan highlights Beyond Meat's unique approach to structuring their business and competing in the market. He also delves into innovative methods for transforming legumes into meat-like textures and the importance of ethical considerations in the evolving protein landscape.
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Childhood Inspiration
- Ethan Brown's childhood experiences on a farm sparked his interest in the ethical treatment of animals.
- This led him to question the differences between animals raised for food and those kept as companions.
Meat's Composition
- Meat is composed of amino acids, lipids, trace minerals, vitamins, and water, none of which are exclusive to animals.
- Beyond Meat focuses on sourcing these components from plants and organizing them to mimic meat's architecture.
Overcoming Skepticism
- Early in Beyond Meat's development, Brown faced skepticism about plant-based meat.
- He overcame this by focusing on the truth of the product's benefits and marketing it with world-class athletes.
